Product design and user experience by Tiffany Apatu

Hello. I’m Tiffany.

Experienced design professional with more than 20 years specialising in product design, strategy and leadership.

I love collaborating and working with people, creating things that people love and need… and eating Japanese food.

I specialise in:

  • Design Leadership
  • Design and Product Strategy 
  • Customer Research and Experience Design
  • Interaction and User Interface Design
  • Testing, Analytics and Optimisation
  • Creative Direction


2015 - Now
AVP @ PCCW Global
2010 - 2015
Head of Digital @ Flight Centre
Senior UX Consultant @ PeakXD
2007 - 2010
Customer Experience Specialist @ Virgin Australia
2007 - 2010
Online Customer Experience Advisor @ Suncorp



Ramen and other things

Cloud 2 Cloud

Console web

Flight Centre Team

My Design Principles

Always design for people

Understand people’s needs, motivations, pain points and limitations. Focus on what they want and need and the rest will come.

Delight but don’t distract

Don’t let design get in the way of what people need to know, understand or do. That said, never miss a chance to delight…

Less is more, More is less

Get lost in the detail

It’s the little things that will inevitably make or break a design. Pay attention to error handling, messaging, interaction subtleties, thank you messages and confirmations. No more ‘forgotten pages’.

Put it out there

Everyone will have an opinion about design. So long as I am designing for people, I must respect, consider and act upon these opinions accordingly. Scrutiny is the key to succeeding as a designer. It’s nothing personal.


Tiffany really understands how to run collaborative projects, especially by managing the people that participate in them. She provides excellent guidance and structure, while ensuring that team members have freedom to articulate new ideas and solutions. She understands how usability maximises value to both the user and the organisation and is an asset to any user experience project.

Christopher RoosenCollaborative know-how

Tiffany is highly creative and developed practical online solutions meeting both customer and business needs. Tiffany brings a unique perspective to the areas of usability, customer experience, business analysis and design. She is hard working and committed to getting the job done right…

James JohnsonCreative and hard working

Tiffany is an outstanding online professional with a high quality combination of online technical knowledge, design skills and management talent. She has exemplary skills in web design, user-centred design and processes, online writing, marketing and promotion, project management and internal and external stakeholder management.

Jane WoodleyWell-rounded skills